A whopping $600 billion! Yes, you read that right. According to current estimates, as of the end of 2024, the content marketing industry is estimated to be worth $600 billion. The debate of whether or not your company should devote resources towards investing in content marketing is now over.
We’ve now reached the point where companies that aren’t utilizing content marketing—are at a huge disadvantage and do so at their own peril.
Thankfully, an overwhelming majority of organizations not only acknowledge the positive impact that content marketing could have on their company’s bottom line—they also prioritize it as an integral component of their marketing strategy. With studies showing that 90% of all organizations now include content as part of their marketing endeavors.
By far, the biggest misconception about content marketing by marketing professionals who employ it is that once you press publish on your pieces, the content marketing process is over as it pertains to that particular piece of content. But in all actuality, once your content is published—you’ve only arrived at the midpoint of the content marketing process.
Redistribute your content
The beauty of content marketing is that it helps your company communicate with customers, leads, and prospects without actually selling to them overtly. But let’s not kid ourselves, if we’re keeping it all the way real here (which we are), the reason why your company invested in content marketing was to see a return on that investment.
Be it an increase in leads, sales, or brand awareness.
A common and costly error made by far too many companies is that they only post their content marketing materials on their website, blog, and social media pages—and then expect it to work its magic.
Here’s the reason why that’s a mistake; take a second and think about just how effective an advertisement would be if it were to only air once on one specific television network. I’m sure we could agree that unless that airing was during the Super Bowl—it probably wouldn’t yield the same positive results as it would if it were to air multiple times across multiple networks.
Try to view your content marketing materials as if they were television ads for your company. If your startup chose to invest its precious resources towards a television ad, wouldn’t you want to optimize it and have it yield the best results possible? I figured you would.
Maximize the reach of your previously published content marketing pieces (regardless of how old they are) by distributing them across every platform your company’s ideal customers may frequent. Whether it’s on Instagram, LinkedIn, Medium, or YouTube—if your company’s ideal audience is there—make sure that your content is as well.
Give it a remix
Much like a song from an artist, just because a piece of content doesn’t become a hit initially after its release—doesn’t mean it still cannot become one. For example, in 1994, British musical duo Everything But The Girl, released, Missing, the second single off the group’s eighth studio album, Amplified Heart.
Receiving lackluster results initially, the song was considered a flop. However, a year after the song’s release, the duo turned to New York City house music producer Todd Terry to put his own spin on it. In which he agreed.
The result? Missing - Todd Terry Remix, became an absolute hit! Reaching No. 1 on the UK Dance charts and No. 1 on Billboard’s Pop Airplay; going on to become the duo’s biggest hit to date.
But imagine if the pop duo had listened to their critics and turned the page on the song after its initial release. Obviously, they would have left millions upon millions of dollars on the table.
That same logic also applies towards your published content. Instead of leaving money on the table, Think of ways that you could add value to your previously published to spice it up and make it more appealing to your audience by remixing it.
That could consist of:
Changing the headline of the content.
Updating your pieces to include new information that could help your audience.
Adding new images or infographics to your pieces.
Whichever way you choose to remix your content, do not update it just for the sake of updating it. But rather, update it to add value for your audience.
Put it in rotation
Speaking of music and hit songs, do you know how songs actually go on to become hit records? It’s because radio stations and music video platforms showcase them by putting them in heavy rotation so that audiences will become familiar and addicted to them.
As opposed to only spinning the songs on the airwaves once.
Much to the chagrin of some of my fellow marketing professionals, there are no rules when it comes to social media marketing. Meaning, just because your company posts a piece of content on a social media platform once—who says that you cannot post it again?
Or better yet, as with both songs and television ads—put it in rotation to ensure that if someone did not see it come across their timeline initially—they’ll still have a chance to view it at another date and time when you post it again.
Closing words
Content marketing is an investment that companies like yours make to build a closer connection with their current and future customers. As with all investments, maximizing your startup’s ROI should always be prioritized.
By repurposing your previously published content marketing materials, you’ll have the opportunity to optimize the impact of your content and its ability to yield an increase in brand awareness, consumer interest, and sales for your company.
If you’d like a marketing firm to help you alleviate the burden of creating your company’s content marketing by yourself, contact our office today to schedule your complimentary client consultation and we’ll explore all the ways Decryption could create and distribute the type of content marketing that’ll resonate with and appeal to your current, and just as importantly—future customers!
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